Influence Mechanisms in Social Networks

Iliana Pavlova

“St. Cyril and St. Methodius” University of Veliko Tarnovo

E-mail: il.pavlova@ts.uni-vt.bg

Abstract: The paper focuces on the mechanisms of social networks organization, the forms of interaction between the participants and the opportunities for influence within the network relations. Social influence is viewed consistently both from the perspective of social relations and as a result of technological dependencies. The hypothesis is that personal communication and everyday life relationships increase their role in network influence; the connected person of the 21st century can expand their social role depending on the connections and behavior on the network.

Keywords: social networks, influence, everyday influencers, opinion leaders, personal communication.

Read the Original in Bulgarian